Will Self-Service Kiosks Make Cashiers Obsolete?

自助點(diǎn)餐機(jī)將徹底改變餐飲業(yè)，顛覆傳統(tǒng)餐飲行業(yè)現(xiàn)狀，引領(lǐng)自助終端設(shè)備的潮流。廣州遠(yuǎn)駿電子有限公司致力于研究、開(kāi)發(fā)自助終端設(shè)備，為智能化物聯(lián)網(wǎng)時(shí)代提供可行性、科學(xué)的一體化智能解決方案。

A self-funded startup, Grubbrr, has partnered with Samsung to roll out a new line of self-ordering smart kiosks.

自籌資金的初創(chuàng)公司 Grubbrr 與三星合作推出了一系列新的自助訂購(gòu)智能信息亭。

Grubbrr CEO Sam Zietz says they believe self-ordering kiosks will revolutionize the restaurant industry.

Grubbrr 首席執(zhí)行官 Sam Zietz 表示，他們相信自助點(diǎn)餐亭將徹底改變餐飲業(yè)。

"The way that we transact commerce is changing, and the self-ordering kiosk is the movement of the future; we believe these kiosks will make cashier is obsolete," said Zietz. "Automated commerce is an imminent reality in retail/hospitality, and this kiosk democratizes access to the self-ordering solutions base for all restaurants and consumers."

“我們進(jìn)行商業(yè)交易的方式正在發(fā)生變化，自助點(diǎn)餐亭是未來(lái)的趨勢(shì)；我們相信這些自助點(diǎn)餐亭將使收銀員過(guò)時(shí)，”Zietz 說(shuō)。 “自動(dòng)化商務(wù)是零售/酒店業(yè)迫在眉睫的現(xiàn)實(shí)，這個(gè)售貨亭使所有餐館和消費(fèi)者都可以使用自助訂購(gòu)解決方案基礎(chǔ)。”

According to Grandview Research, in 2019, the global self-service technology market size was valued at $28.3 billion. Research from Tilster reported in 2019 that self-service kiosk sales rose 17.9% to more than $11.9 billion, and 65% of customers said they would be more willing to visit a restaurant if self-service kiosks were available.

根據(jù) Grandview Research 的數(shù)據(jù)，2019 年，全球自助服務(wù)技術(shù)市場(chǎng)規(guī)模為 283 億美元。 Tilster 的研究報(bào)告稱，2019 年自助服務(wù)亭的銷售額增長(zhǎng)了 17.9%，超過(guò) 119 億美元，65% 的顧客表示，如果有自助服務(wù)亭，他們會(huì)更愿意去餐廳用餐。

Ray Marciano, managing director of Accenture's retail industry group, said that self-service kiosks are being used more than ever before.

埃森哲零售業(yè)集團(tuán)董事總經(jīng)理 Ray Marciano 表示，自助服務(wù)亭的使用比以往任何時(shí)候都多。

"Major retailers are heavily investing in self-checkout stations, while quick-service restaurant chains (QSRs) have introduced in-store stations to order and pay without having to stand in line," said Marciano.

“主要零售商正在大力投資自助結(jié)賬站，而快餐連鎖店 (QSR) 已經(jīng)引入了店內(nèi)站，無(wú)需排隊(duì)即可訂購(gòu)和付款，”Marciano 說(shuō)。

"Before the Covid-19 pandemic, self-ordering technology was gaining traction; however, the pandemic acted as an accelerant as retailers dealt with hiring challenges, wage gaps and labor shortages," said Zietz. "Many business owners were forced to look for alternative solutions, and [..] many of them landed on self-ordering technology."

“在 Covid-19 大流行之前，自助訂購(gòu)技術(shù)正在獲得牽引力；然而，隨著零售商應(yīng)對(duì)招聘挑戰(zhàn)、工資差距和勞動(dòng)力短缺，這種大流行起到了促進(jìn)作用，”齊茨說(shuō)。 “許多企業(yè)主被迫尋找替代解決方案，[..] 他們中的許多人選擇了自助訂購(gòu)技術(shù)。”

Zietz says that in addition to increasing revenue, decreasing operating costs and enhancing the customer experience, self-service kiosks also minimize human contact, provide reliability, and allow consumers to interact with businesses in a way that improves the experience for all parties involved.

Zietz 說(shuō)，除了增加收入、降低運(yùn)營(yíng)成本和增強(qiáng)客戶體驗(yàn)外，自助服務(wù)亭還可以最大限度地減少人際接觸，提供可靠性，并允許消費(fèi)者以一種改善所有相關(guān)方體驗(yàn)的方式與企業(yè)互動(dòng)。

Customer forward

"Retailers are using self-service kiosks as a means of driving operational efficiencies in-store during the checkout experience," said Marciano. "Then, using those savings to invest in more meaningful and deeper experiences for the customer."

“零售商正在使用自助服務(wù)亭作為在結(jié)賬體驗(yàn)期間提高店內(nèi)運(yùn)營(yíng)效率的一種手段，”Marciano 說(shuō)。 “然后，利用這些節(jié)省來(lái)為客戶投資更有意義和更深入的體驗(yàn)。”

Harry Patz, Senior Vice-President and General Manager of Samsung, says the company saw business models reinvented on the fly during the pandemic as innovation cycles shortened from years to months or even weeks.

三星高級(jí)副總裁兼總經(jīng)理哈里·帕茨 (Harry Patz) 表示，隨著創(chuàng)新周期從數(shù)年縮短到數(shù)月甚至數(shù)周，該公司在大流行期間看到了商業(yè)模式的快速重塑。

"Our retail, QSR and hospitality customers sought ways to keep up business while maintaining social distancing and needed solutions like curbside digital signage and kiosk technology for contact-less pickup and transactions," said Patz. "Those customers subsequently enjoyed significant savings during what was a critical period, and hence we see a lot of future opportunities for kiosk technology in 'grab and go' retail QSR, and hospitality operations."

Patz 說(shuō)：“我們的零售、QSR 和酒店客戶尋求在保持社交距離的同時(shí)維持業(yè)務(wù)的方法，并需要路邊數(shù)字標(biāo)牌和信息亭技術(shù)等解決方案，以實(shí)現(xiàn)非接觸式取貨和交易。” “這些客戶隨后在關(guān)鍵時(shí)期享受了顯著的節(jié)省，因此我們看到信息亭技術(shù)在‘即取即走’零售 QSR 和酒店業(yè)務(wù)方面有很多未來(lái)機(jī)會(huì)。”

Scott Finlow, Chief Marketing Officer, PepsiCo Global Foodservice, said that micro markets and options like unattended vending are a massive part of the future of shopping.

PepsiCo Global Foodservice 首席營(yíng)銷官 Scott Finlow 表示，微型市場(chǎng)和無(wú)人值守自動(dòng)售貨等選項(xiàng)是未來(lái)購(gòu)物的重要組成部分。

"Because everything needs to be rooted in consumer preferences, we're testing multiple solutions – with and without cashiers – that offer people speed and ease while purchasing their favorite snacks and beverages," said Finlow. "Even more exciting is the opportunity to increase consumer engagement through these innovative models."

“因?yàn)橐磺卸夹枰哺谙M(fèi)者的偏好，我們正在測(cè)試多種解決方案——有收銀員和沒(méi)有收銀員的——這些解決方案可以讓人們?cè)谫?gòu)買他們最喜歡的零食和飲料時(shí)更快捷、更輕松，”Finlow 說(shuō)。 “更令人興奮的是有機(jī)會(huì)通過(guò)這些創(chuàng)新模式提高消費(fèi)者參與度。”

Zietz says that the value of self-ordering technology is threefold from increasing revenue, decreasing operational spend and create better customer experiences.

Zietz 表示，自助訂購(gòu)技術(shù)的價(jià)值是增加收入、減少運(yùn)營(yíng)支出和創(chuàng)造更好的客戶體驗(yàn)的三倍。

"Consumers spend on average 12%-20% more when they order with their eyes and with touch from a self-service kiosk than when ordering from a cashier," said Zietz. "McDonald's discovered similar findings in their proprietary research, finding that average ticket size increased by 30%.”

Zietz 說(shuō)：“消費(fèi)者在自助服務(wù)亭用眼睛和觸摸點(diǎn)餐時(shí)，平均比在收銀臺(tái)點(diǎn)餐時(shí)多花費(fèi) 12%-20%。” “麥當(dāng)勞在他們的專有研究中發(fā)現(xiàn)了類似的發(fā)現(xiàn)，發(fā)現(xiàn)平均門票規(guī)模增加了 30%。”

Zietz adds [..] ticket size will vary from business to business depending on the client's offerings, but that their platform and work with Samsung is designed to customize upsells throughout the order journey no matter the size of the menu.

Zietz 補(bǔ)充說(shuō)，根據(jù)客戶的產(chǎn)品，門票規(guī)模因企業(yè)而異，但他們的平臺(tái)和與三星的合作旨在在整個(gè)訂單過(guò)程中定制加售，無(wú)論菜單大小如何。

"Deploying kiosks allow operators to shift staff resources to improve other operational aspects of efficiency," said Zietz. "For example, replacing a cashier with a kiosk in a quick-service restaurant can move that staffer to the production line, thereby increasing throughput and driving more revenue."

“部署信息亭允許運(yùn)營(yíng)商轉(zhuǎn)移人力資源以提高效率的其他運(yùn)營(yíng)方面，”Zietz 說(shuō)。 “例如，在快餐店用售貨亭代替收銀員可以將員工轉(zhuǎn)移到生產(chǎn)線，從而提高吞吐量并增加收入。”

Collaborative digital services ecosystems

But Accenture's Marciano sees other benefits to self-service kiosks.

但埃森哲的 Marciano 看到了自助服務(wù)亭的其他好處。

"Let's take QSRs. With the right data and analytics platform in place, understanding how long it takes for customers to place an order at the menu board and how much time they spend at the payment window―could give insights into tactics that might [..] increase the speed of service," said Marciano.

“讓我們以 QSR 為例。有了正確的數(shù)據(jù)和分析平臺(tái)，了解客戶在菜單板上下訂單需要多長(zhǎng)時(shí)間以及他們?cè)谥Ц洞翱诨ㄙM(fèi)了多少時(shí)間——可以深入了解可能提高服務(wù)速度，”Marciano 說(shuō)。

"Automating routine transactional jobs reduces human error and frees up workers to focus on thinking, problem-solving and doing creative work they are passionate about,” said Marciano. "In the hospitality sector, self-service kiosks can help transition back-of-the-house positions to more customer service roles such as concierges and table service where they can engage with guests and enhance the dining experience."

“自動(dòng)化日常交易工作可以減少人為錯(cuò)誤，讓員工能夠?qū)Ｗ⒂谒伎?、解決問(wèn)題和做他們熱衷的創(chuàng)造性工作，”Marciano 說(shuō)。“在酒店業(yè)，自助服務(wù)亭可以幫助過(guò)渡到 The-house 擔(dān)任更多客戶服務(wù)角色，例如禮賓和餐桌服務(wù)，他們可以與客人互動(dòng)并增強(qiáng)用餐體驗(yàn)。”

"Thanks to new technologies, it's evident that self-service kiosks could become an essential part of the shopping experience," adds Marciano. "We expect them to continue to gain traction, especially when combined with technologies such as RFID and computer vision technologies that help reduce the risks from theft."

“多虧了新技術(shù)，自助服務(wù)亭顯然可以成為購(gòu)物體驗(yàn)的重要組成部分，”Marciano 補(bǔ)充道。 “我們預(yù)計(jì)它們將繼續(xù)獲得牽引力，尤其是與有助于降低盜竊風(fēng)險(xiǎn)的 RFID 和計(jì)算機(jī)視覺(jué)技術(shù)等技術(shù)相結(jié)合時(shí)。”

Marciano believes that self-service kiosks may represent one of the gateways to the collaborative digital service ecosystem of the future.

Marciano 認(rèn)為，自助服務(wù)亭可能是通向未來(lái)協(xié)作數(shù)字服務(wù)生態(tài)系統(tǒng)的門戶之一。